The majority of US consumers trust online news as much as they trust traditional, off-line media, according to latest research.
The survey by Jupiter Communications found that 80 per cent of consumers trusted online news as much as newspapers, television broadcasts and cable news providers, while an additional seven per cent believed it to be more reliable than other media.
The report, which surveyed more than 2,200 online consumers, found their trust went beyond news accuracy with most happy to purchase products from a third party that they are guided to by the news provider. Nearly 70 per cent said they were unconcerned about the objectivity of news sources that also sell goods online.
?Due to the ease of self-publishing and distribution, there is a perception that the Web has a credibility problem,? said Mark Mooradian, group director of Jupiter?s consumer content strategies unit. ?However, consumers indicate that they both trust the online news sources and don?t object the commerce-driven additions that come along with it.?
The report?s authors recommend news providers exploit consumers? readiness and be more aggressive in developing contextual commerce links to corresponding editorial content. This will result in a clear way for online publishers to add a second revenue stream to help support their core business.
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